We’re by means no experts, but we’d like a chat about social media. Now it seems it is THE thing for business and everyone says that if you’re not on social media you’re simply not there at all. We are told that to the millenials, social media is the only way that they can connect to brands. In fact, old ways of marketing and networking are long dead. This does of course ignore the fact that most millenials as a buying demographic are the first generation since God knows when to have less disposable income than the generation who proceeded it. Does the savvy business have to invest the time, energy and money to connect with this group, knowing that there are more fruitful alternatives out there whom might not see social media as the be-all and end-all of their brand interaction.
Take us at JDL Deliveries for example…we’ve got a decent enough website, a new app coming soon (oooohhh!), and a social media presence, but if you spot one of our vans with its fine livery it catches the attention. As a marketing bang to the buck, sign writing has proved a very decent yield, despite it being “old school”. Maybe the average punter has been turned off on social media because of the constant stream of “buy my stuff” in this format. In the end everyone on social media is just saying the same thing and very few people seemingly have the wit and skill to stand out from the crowd and do something different. In much the same way that television advertising in the 1970s, 80s and 90s became a skill and in some instances the adverts were actually better than the programs and are still fondly remembered…R Whites Lemonade, Shake & Vac, Um Bongo, Tango…the list goes on. How many social media posts do you remember in the same manner? Social media as an advertising is still in it’s infancy, but it does seem strange that it hasn’t learnt the lessons of other forms of advertising that came before it and made itself cutting edge or something people genuinely have affinity with.
We’ve got no axe to grind with social media as a strategy, but in our humble opinion, if you’re putting all your advertising eggs in the social media basket, you’re asking for trouble, in spite of what your social media guru is telling you in your £75 a month master class. Keep your options and budget open, of course integrate social media into an overall strategy, but also be smart and savvy and make sure you find out what works for you and your customers and then implement it!
Until next time.